When to use a hero image and when not to?

I want to understand how can I decide whether I should use a hero image or not.

Hero images provide a strong communication to the first time visitors of the site/app with a call to action. But they are all consuming and don't leave out space for the actual content- like the products on a e-commerce site.

I have a service-based online product: voggle.co. We currently have a hero image, but I am considering to have a small banner with the models' photos visible (along with the very important BOOK call to action). Similar to what airbnb on their homepage.